LET’S TALK ABOUT 6 THINGS YOU CAN DO TO SPEND MORE TIME WITH THESE PEOPLE* * Your goal will (and, uh, should) be something other than the three people displayed to the right :-)
RETARGETING IS MORE THAN JUST CONVERTING VISITORS • Invitation to join the founder for 1-on-1 onboarding • RSVP for an upcoming webinar or mastermind • Videos or blog posts of success stories or usage guides • Product updates • Compliment and reinforce your trial lifecycle communication
“I own a development consultancy, and we bill $10,000 a week.” Lifecycle emails “When I ran my consultancy, I…” Onboarding Sample project with development-y tasks, rate of $10k/week In-app Messaging Reporting verbiage, button labels, etc.
FURTHER WAYS TO INDIVIDUALIZE • Listed in a 3rd party integration marketplace? You have referrer data — auto-default to linking with the referring tool. • Create specialized landing pages for each persona. “I run a 20 person agency… there’s no WAY a tool that works for freelancers could help me.” • Figure out how, why, and where they first showed up on your site, and profile them for later. (<— Master-level)
PEOPLE WHO BUY PLANSCOPE USUALLY… •Have created a project •Have invited a client to join their project •(Team accounts) Have invited their team members •Have integrated with a 3rd party invoicing app •Have logged 20+ hours of time
SCREENSHOT OF CUSTOMER.IO EMAIL “You’ve just created your first estimate. My goal with this email is to help you raise the likelihood that your client will accept it 2-3x.”
PRODUCT ENVIRONMENTAL • Doesn’t do X • Too confusing to get setup • Too expensive • It kept breaking • My client wouldn’t use it • My team wouldn’t use it WHY DO PEOPLE CANCEL? • I got a job! At GitHub! • We stopped consulting • I wasn’t using it* • I ran out of client work* • Went out of business*